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Strategic marketing for nonprofit organizations

Author: Philip Kotler; Alan R Andreasen
Publisher: Englewood Cliffs, N.J. : Prentice-Hall, ©1987.
Series: Prentice-Hall series in marketing.
Edition/Format:   Print book : English : 3rd edView all editions and formats
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Philip Kotler; Alan R Andreasen
ISBN: 0138512051 9780138512057
OCLC Number: 14717555
Notes: Revised edition of: Marketing for nonprofit organizations / Philip Kotler. 2nd ed. 1982.
Description: xvi, 670 pages : illustrations ; 24 cm
Contents: Developing a customer orientation --
Marketing in the nonprofit environment --
The marketing philosophy --
Understanding consumer behavior --
Market segmentation and customer targeting --
Strategic planning and organization --
The strategic marketing planning process --
Marketing research --
Market measurement and forecasting --
Marketing planning --
Organizing and implementing --
Leveraging limited resources --
Fundraising --
Designing the markteting mix --
Designing and analyzing marketing programs --
Developing new offerings --
Managing offerings over the life cycle --
Strategies for products, services, and social behaviors --
Managing perceived costs --
Managing the marketing channel --
Formulating communication strategies for influencing behavior --
Managing advertising and sales promotion --
Managing public relations --
Managing personal selling --
Controlling marketing strategies --
Marketing evaluation and control.
Series Title: Prentice-Hall series in marketing.
Responsibility: Philip Kotler, Alan R. Andreasen.

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